SME's processed frozen food packaging perceived hedonic and utilitarian value influence customers buying decision/ Aidza Ashikin Alias and Ali Mohamad Noor

• Main Authors: Alias, Aidza Ashikin, Mohamad Noor, Ali
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2022
• Subjects: Business; Packaging; Quality control; Food service
• Online Access: https://ir.uitm.edu.my/id/eprint/68043/1/68043.pdf; https://ir.uitm.edu.my/id/eprint/68043/; https://www.jthca.org/

This study explores the influence of hedonic and utilitarian values of food packaging design that influences customers’ buying decision. It focused on processed frozen food produced by small and medium enterprise (SME) in Malaysia. There are substantial numbers of SME’S that were registered in Malay...